The Determinant Factors of KAI Access Awareness in PT. Kereta Api Indonesia from Millennial Generation Perspective

Authors

  • Rano Kartono M
  • Afif Wildan Tamami Bina Nusantara University

DOI:

https://doi.org/10.21512/tw.v21i2.6781

Keywords:

e-commerce, brand experience, brand trust, perceived quality, customer satisfaction, brand awareness

Abstract

PT. Kereta Api Indonesia (Persero), as a monopoly train company in Indonesia, launches KAI Access which has been downloaded more than (5+ Million) users but only (1.1+ Million) users are active. This study intends to determine the relationship between brand experience, brand trust, perceived quality of customer satisfaction, and brand awareness in the minds of KAI Access consumers. The study uses primary data with millennial populations by 986.775 and purposive sampling method with 400 KAI Access users spread over 9 DAOPs of PT. Kereta Api Indonesia in Java with a PLS analysis approach. The results of the study show that brand experience and perceived quality have a positive effect on customer satisfaction while brand trust has a negative effect. Whereas customer satisfaction and brand experience are directly proportional to brand awareness.

Author Biography

Afif Wildan Tamami, Bina Nusantara University

Business Management Program, BINUS Business School Master Program

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Published

2020-12-18